Blogger’s Instagram ad for the brand: ROAS 323%

Developing an SMM strategy

We were approached by a brand of women's shoes and handbags for promotion among bloggers (at the client's request, we do not disclose the product name and company). This is an in-house production facility that creates up-to-date models and supports a conceptual approach. They applied for cooperation with influencers who could tell about the brand and attract a new audience to their page.

6 000 грн

advertising campaign budget

270 000

new subscribers

3 411

transitions to the store

323%

ROAS

Details

GEO

Ukraine

Target audience

girls from 25 to 35 years old who are interested in buying accessories

Niche

Women's shoes and bags

With the right selection of bloggers, a business can gain loyalty, a stream of new customers, and recognition. But it is important to understand that not every blogger is able to create high-quality advertising for a project. Because the target audience may not be suitable, or it may be completely misleading. Therefore, contact specialists with such tasks.

Task: Native product advertising on a blogger’s Instagram
Topic: women’s shoes and bags
Geo:Ukraine
Objectives:

Increase brand awareness
Attracting new customers and subscribers
Increase loyalty

Implementation of Influence promotion

Our work is divided into the following steps:

Working out the selection criteria
Creating an email template
Search and selection of bloggers
Mailing and database formation
Preparation of technical specifications
Control of execution
Statistics of publications
The result of the promotion
Conclusion

Selection criteria

This is an important stage of the project that will help you find the right blogger. The selection criteria are based on the brand’s target audience, price segment, and GEO. Many people make the mistake of agreeing to advertise with an irrelevant blogger, i.e. someone whose audience does not overlap with the values/opportunities of the brand’s audience.

In our case, the client identified the following restrictions:

females;
age from 25 to 35 years;
have a stable source of income;
interests: style, support domestic brands, follow fashion, are willing to pay for quality;
pains: looking for a quality wardrobe update, small selection of niche brands
Important: naturalness and transparency of the blog, audience trust, as the blogger will be the face of the advertisement and the brand will be associated with him or her.

Work progress

Analysis and goal setting

We identified key goals: increasing brand awareness, attracting new customers and subscribers, and increasing audience loyalty. We segmented the target audience: girls aged 25-35, with a stable income, who are interested in fashion, support domestic brands and value quality.

Developing blogger selection criteria

Developed criteria for selecting bloggers. We weeded out irrelevant bloggers whose audience does not match the values and capabilities of the brand's target audience.

Create an email template and communicate with bloggers

We developed an attractive first message that helped to stand out among the many offers and make the blogger interested. We created an email script to speed up and simplify the process of communicating with bloggers.

Search and selection of bloggers

We searched for bloggers using hashtags, groups, lists, and databases. We evaluated bloggers based on: Engagement rate. Quality of the audience and the absence of cheating. Activity and quality of content. We compiled a list of suitable bloggers for further cooperation.

Sending out offers and creating a database

We sent offers to selected bloggers and discussed the terms of cooperation. We created a database with contacts, statistics, and terms and conditions for each blogger.

Preparation of the terms of reference (TOR)

We developed a detailed technical task for the blogger, which included: Basic requirements for advertising. Stages of disclosure of product qualities. Justification of why the audience should pay attention to the brand. We noted the key points of storytelling to make the ad look native and organic.

Control of execution and analysis of results

We monitored the blogger's compliance with the conditions. We collected and analyzed publication statistics: reach, clicks on links, audience response. We evaluated the effectiveness of the campaign based on the data obtained.

The result of our cooperation

Key results

6 000 грн

advertising campaign budget

270 000

new subscribers

3 411

transitions to the store

323%

ROAS

We selected a blogger for the client who met all the specified parameters. In the terms of reference, we described the requirements for advertising, which should gradually reveal the quality of the product and why the audience should pay attention to this brand.

Number of subscribers: 270 000
The cost of advertising: 6 000 UAH

Screenshots of the coverage:

Results of promotion

Interest and positive feedback on the page
Reach reached: 190,000 people.
Go to the store: 3,411 / 3,396
Increase in brand revenue: ROAS OF 323%

Conclusion.

How long will blogger advertising be relevant and effective? The answer is simple – always, because it’s word of mouth. This type of advertising is effective because the audience is shown a product or the effect of a service, which triggers a chain of “desire”. After all, there is a lot of competition in the market, and it is not known which product is better, but a trusted person (a blogger) will help you choose the best product natively. It’s important to study your target audience, choose the right blogger, and write down the terms of reference.

Do you still have questions about promoting your business through blogger advertising? Don’t hesitate to contact us – we will be happy to help!

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